The Daily Mirror preps ‘intelligent tabloid’ brand campaign

Trinity Mirror is to launch the first brand campaign in almost 10 years for flagship news brand The Daily Mirror that will position it as an “intelligent tabloid”. 

The Daily Mirror

A TV, outdoor, online and print campaign created by Quiet Storm will launch in the final quarter of 2013 and will trumpet the paper’s values and columnists.

Zoe Harris, Trinity Mirror’s marketing director, says: “It [the campaign] is thought-provoking and will force people to stop and think about what the Mirror is saying. Never before has the unique positioning of the Mirror resonated more with consumers.” 

Rival The Sun launched a campaign last month highlighting its values and views as well as several bursts of activity over the last 12 months urging readers to “get involved”.

The Daily Mirror saw its print circulation increase 0.13 per cent month-on-month to 1.04 million in July, according to ABC data. Year-on-year, however, circulation dipped 4.35 per cent.

Online, the Mirror group – The Daily Mirror, Sunday Mirror and Sunday People – increased its audience by 1.36 per cent to 1.44 million in July, ABC says.    

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